Google Ads

Google Ads, previously known as Google AdWords, is a powerful and widely-used platform for online advertising. The platform allows businesses of all sizes to create, launch, and manage online campaigns that reach potential customers through a variety of channels, including search engines, websites, and mobile apps.

How Google Ads Works

Google Ads operates on a pay-per-click (PPC) model, which means that advertisers only pay when a user clicks on one of their ads. Advertisers create campaigns and set budgets for each, and then create ad groups that contain one or more ads. These ads are then matched to users based on a variety of factors, such as keywords, demographics, and interests.

When a user conducts a search on Google or visits a website or mobile app that is part of the Google Ads network, the platform uses an auction system to determine which ads to display. Advertisers bid on keywords, and the ads with the highest bids and highest ad relevance are shown to users. The ad relevance is determined by the relevance of the keywords, ad copy, and landing page to the user’s search query or browsing behaviour.

Ready to Take Control of Your Traffic?

Discover how Lunio can help you monitor and optimise your ad spend.

Ad Types

Google Ads offers several different types of ads, each with its own unique capabilities and benefits.

Search Ads

Search ads are the most common type of Google Ads ad and appear at the top and bottom of Google search results pages. These ads are triggered by specific keywords that users search for, and they allow advertisers to reach users at the moment they are looking for a specific product or service.

Display Ads

Display ads appear on websites and mobile apps that are part of the Google Ads network. These ads can be targeted to specific audiences based on demographics, interests, and behaviours, and they can be used to build brand awareness and drive website traffic.

Shopping Ads

Shopping ads are a type of display ad that feature product images, prices, and merchant information. These ads are ideal for e-commerce businesses and allow users to view products and prices directly from the ad.

Video Ads

Video ads are a type of display ad that appear on YouTube and other video-sharing platforms. These ads can be used to build brand awareness, drive website traffic, and promote products and services.

App Ads

App ads are a type of display ad that promote mobile apps. These ads can be used to increase app downloads and usage.

Local Service Ads

Local Service Ads are a type of search ad that appear at the top of Google search results pages for specific service-based businesses. These ads are designed to help local service businesses connect with customers in their area.

Ad Formats

Google Ads offers a variety of ad formats to suit different advertising goals and target audiences.

Ad FormatDescription
Text AdsText ads are the most basic and widely-used ad format. These ads consist of a headline, a description, and a display URL.
Expanded Text AdsExpanded text ads are a newer ad format that allows for more text, including a longer headline and description.
Responsive AdsResponsive ads are a type of text ad that automatically adjust to fit different ad sizes and formats. These ads can be used across different channels, such as search and display.
Image AdsImage ads are a type of display ad that feature images and graphics. These ads can be used to build brand awareness and drive website traffic.
Video AdsVideo ads are a type of display ad that feature video content. These ads can be used to build brand awareness, drive website traffic, and promote products and services.
App AdsApp ads are a type of display ad that feature images and graphics from mobile apps. These ads can be used to increase app downloads and usage.
Local Service AdsLocal Service Ads are a type of search ad that feature the business’s name, rating, and a call-to-action button. These ads are designed to help local service businesses connect with customers in their area.

Campaign Types

Google Ads offers several different campaign types, each with its own unique capabilities and benefits.

Search Network Campaign

Search network campaigns are the most common type of Google Ads campaign and allow businesses to reach users through search ads. These campaigns can target specific keywords and demographics, and they are ideal for driving website traffic and conversions.

Display Network Campaign

Display network campaigns allow businesses to reach users through display ads on websites and mobile apps. These campaigns can target specific audiences based on demographics, interests, and behaviours, and they are ideal for building brand awareness and driving website traffic.

Shopping Campaign

Shopping campaigns allow e-commerce businesses to reach users through shopping ads. These campaigns can target specific products and audiences, and they are ideal for driving sales and website traffic.

Video Campaign

Video campaigns allow businesses to reach users through video ads on YouTube and other video-sharing platforms. These campaigns can target specific audiences based on demographics, interests, and behaviours, and they are ideal for building brand awareness and driving website traffic.

App Campaign

App campaigns allow businesses to reach users through app ads. These campaigns can target specific audiences and app stores, and they are ideal for increasing app downloads and usage.

Local Service Ads Campaign

Local Service Ads campaigns allow local service businesses to reach users through Local Service Ads. These campaigns can target specific service areas and are designed to help connect local service businesses with customers in their area.

Targeting and Audience Segmentation

Google Ads offers a variety of targeting and audience segmentation options to help businesses reach their ideal customers.

Targeting OptionDescription
Keyword TargetingKeyword targeting allows businesses to reach users who are searching for specific keywords. This targeting option is available for search ads and can be used to reach users at the moment they are looking for a specific product or service.
Demographic TargetingDemographic targeting allows businesses to reach specific age groups and genders. This targeting option is available for display ads and can be used to reach specific audiences based on their demographics.
Interest TargetingInterest targeting allows businesses to reach users based on their interests, such as sports or travel. This targeting option is available for display ads and can be used to reach specific audiences based on their interests.
Behavioural TargetingBehavioural targeting allows businesses to reach users based on their browsing and purchase behaviour. This targeting option is available for display ads and can be used to reach specific audiences based on their behaviour.
RemarketingRemarketing allows businesses to reach users who have previously interacted with their website or mobile app. This targeting option is available for display ads and can be used to reach users who have shown interest in a business’s products or services.
Custom AudiencesCustom audiences allow businesses to upload their own customer data, such as email addresses or phone numbers, to reach specific individuals. This targeting option is available for display ads and search ads and can be used to reach existing customers or specific individuals who have been previously engaged with a business.

Measuring Success and Optimisation

Google Ads offers a variety of tools and metrics to help businesses measure the success of their campaigns and optimise their ad performance.

Metrics

Google Ads provides a variety of metrics to track the performance of campaigns, ad groups, and ads, including:

  • Impressions: The number of times an ad is shown to users.
  • Clicks: The number of times a user clicks on an ad.
  • Click-through rate (CTR): The percentage of impressions that resulted in a click.
  • Conversion rate: The percentage of clicks that resulted in a desired action, such as a purchase or sign-up.
  • Cost-per-click (CPC): The average cost of a click on an ad.
  • Cost-per-acquisition (CPA): The average cost of acquiring a customer through the ad.
  • Return on ad spend (ROAS): The ratio of revenue generated to ad spend.

Optimisation

Google Ads provides a variety of optimisation tools to help businesses improve their ad performance, including:

  • Automated rules: Automated rules allow businesses to set conditions and actions to automatically optimise their campaigns based on performance metrics.
  • A/B testing: A/B testing allows businesses to test different versions of ads and ad groups to determine which perform best.
  • Ad rotation: Ad rotation allows businesses to set the frequency of different ads within an ad group to determine which perform best.
  • Bid adjustments: Bid adjustments allow businesses to increase or decrease bids for specific targeting options or geographic locations.

Best Practices and Tips